Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Digestive Remedies in Spain

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Executive Summary

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PROSPECTS

Digestive ailments on the rise

According to the latest information published by the Spanish Foundation of Digestive System, around 80% of Spaniards suffered from some digestive-related ailments. In a number of cases, the prevalence of mild digestive-related ailments is linked to lifestyle and diet.

Exercise as a remedy for digestion issues impedes category growth

Laxatives was in 2018 the most important category within digestive remedies. The importance of the category is linked to the high prevalence of constipation amongst Spanish consumers.

Increasing competition from alternatives

Competition is set to come not only from diets, but also increasingly from dietary supplements. Probiotics are gaining in popularity amongst Spanish consumers for fighting digestive ailments, including constipation and diarrhoea.

COMPETITIVE LANDSCAPE

No change at the top

In 2018, Almirall led a category that was still enjoying a high degree of fragmentation, with more than 19 companies operating within digestive remedies. The Spanish company Almirall held the leading position mainly due to the company running strong TV and promotional campaigns and because the category saw little innovation.

Johnson & Johnson increases its presence

Johnson & Johnson took second position within digestive remedies in 2018. Traditionally, the importance of the company was linked to its strength in laxatives where it is active with the brand Micralax, a brand that was strongly supported by TV advertising; however, the launch of Iberogast in 2016 resulted in Johnson & Johnson increasing its presence within IBS treatments.

Private label and competition from generics

Although no private label is allowed within medicines in Spain, private label ranges are present in the form of herbal teas and these are available in most Spanish supermarkets; however, it is generics that are the bigger source of competition to branded ranges in Spain. As Spanish doctors continue to be incentivised to prescribe generic drugs, these are increasingly perceived as an alternative to branded ranges by Spanish patients.

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